Exactly, there's more than 1 factor while his campaign didn't work at all. As mentioned in other comments, his ad spend was pretty low anyway, you can't come t

Exactly, there's more than 1 factor while his campaign didn't work at all. As mentioned in other comments, his ad spend was pretty low anyway, you can't come to conclusions if a campaign is successful from 11 clicks. The main problem is that his creative/lander or his copy didn't convert. Having the clicks differentiate from the ad source compared to your tracking tool is pretty common as well. If you're using just GA to track it, the numbers are going to be wildly different with people having Adblockers. I've worked on some large B2B ad campaigns on LinkedIn, some of them we only ever got 1 lead, but that lead was worth a lot more than that the campaign budget, so that was a success for us.